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high-quality products
from Federal Premium,
Weaver Optics/Rings/Bases,
cci, Speer, rcBS, Outers,
Fusion, Gunslick Pro,
Champion, Shooters Ridge,
Alliant Powder, Estate Cartridge,
Buck Commander, Eagle and
BlacKhaWK!
Fall 2011
THIS ISSUE
DEALER SUCCESS STORY
Ahlman’s Gun Shop
page 7
Ammo and Accessories
Product Showcase
Page 11
www.federalpremium.com
Get Geared Up For fall
Waterfowl
Page 14

The Journal
FALL 2011
PREMIUM PARTNERS
on target
DEALER SERVICES
03
04
05
06
07
09
10
11
13
14
Contents
Dealer Services
The pROFiLE
Get to know Wade Krinke, Product
Marketing Manager.
ATK Newsbriefs
Quick ShOTS
BLACKHAWK! 3point5 training updated.
Special Operations Division (SOD) product
education. ATK Outdoor Products
Conference (OPC) recap.
OUTDOORS Online
Now live: the most advanced social community
for reloaders. Join ReloaderHub.com. New
Federal Premium print ads feature QR codes.
Scan and see the product in action!
inDUSTRY REpORT
Longtime Conservation Manager and 4-H
Shooting Sports Founder Bill Stevens passed
away at age 72.
Connections
DEALER SUCCESS STORY
Back to basics: Ahlman’s Gun Shop’s
ingredients for success.
from the wiRE
Turkey Country: Federal Premium’s
Commitment to Conservation.
Field feedback: sales tips
How to convert browsers into buyers.
Spotlight
CREATing bUCk CommanDER ASSETS
Building Buck Commander marketing
assets to help you sell product.
NEW PRODUCT SHOWCASE
For retailers looking to stock high
technology and affordable performance
outdoor gear.
READY, SET, DISPLAY
Treat your store to new ATK
displays. Reap the benefits of in-store
point of purchase materials and
consumer promotions.
GET GEARED up FOR FALL
Black Cloud Buyer’s Guide.
04
14
07
11
This is the time of year to maximize
your sales. Here at ATK we’ve created
products to help increase your
success. From product advancements
to targeted marketing materials and
competitive promotions, we hope you
remember our award-winning brands
when
ON
bringing
TARGET
in items for the holiday
gift-giving season. You can find all of our promotions
online. Visit http://premiumpartners.atk.com to
view and download ammunition, reloading and
accessory rebate offers.
Success in the Field: Ahlman’s Gun Shop
We enjoy learning more about you and your
business! Each issue we select a dealer to
showcase. See page 7 to read how a small
Minnesota business has found success, despite
their “in-the-middle-of-nowhere” location.
Social and Digital Media is Here to Stay
We also want to remind you of the digital market.
ON TARGET
ON TARGET
This platform will be a big part of our
future, and our success. Thousands
of active and engaged members are
going online to share their opinions
and adventures in the field. We’re
joining the conversation through
Facebook, Twitter, YouTube and our
own social media sites.
ReloaderHub.com is the most advanced social
site for reloaders. Learn more about this new
community on page 5. Celebrating its third year is
Black Cloud’s StormchaserNetwork.com. Next to
the boat or the blind, it’s a duck-a-holic’s paradise!
Shoot straight.
Bart Biedinger, Manager, Retail & Rep Services
Important Dates—
Consumer Promotions
FEDERAL pREmium ® ViTAL-Shok SLUG
mAil-In RebATE
Aug. 1 to Dec. 31, 2011
FEDERAL pREmium ® ViTAL-Shok RiFLE
mAil-In RebATE
Aug. 1 to Dec. 31, 2011
FUSion ® RiFLE mAil-In RebATE
Aug. 1 to Dec. 31, 2011
FEDERAL ® pOwER-Shok RiFLE
mAil-In RebATE
Aug. 1 to Dec. 31, 2011
Federal Premium Ammunition (oFFicial)
www.facebook.com/FederalPremiumAmmo

DEALER SERVICES
THE PROFILE
QUICK SHOTS
ATK NEWSBRIEFS
NamE Wade Krinke
pOSition: Product Marketing Manager
wORk ExpERienCE:
2005-2008, Product Line Manager at Coleman Co./Stearns Inc.
2000-2005, Director of Soft Goods at Weatherby Inc.
1995-2000, Product Line Manager at Stearns Inc./Mad Dog Gear
HomETOwn: Marine of the St. Croix, MN
EDUCATion: BA, Montana State University
hObbiES: Hunting, motorsports, shooting and camping
FAVORiTE FOOD: Tenderloins on the grill, any kind
When I wAS a Kid I wAnTED TO be: Outdoors
Most RECEnt bOOk: Carte Blancge by Deaver
Most pRizED TREASURE: .375 H&H Weatherby Safari Custom
favoriTE QUOTE: “The team with the best players wins.” - Jack Welch
It is rewarding to me listening to consumers share their
success stories while using products that I have been able to
participate in bringing to market, especially if the product has
been in use for years.
Wade Krinke
BLACkhAwk! ® 3point5 TRAining UpDATED
Early in 2011, BLACKHAWK! launched an online training
program through www.3point5.com in order to provide
retail sales professionals with in-depth product education
and significant employee discounts. Today, BLACKHAWK!
is excited to announce a recent update in the training
material, featuring new products, quizzes and store
offerings to help ring in the fall season. If your employees
have already completed the BLACKHAWK! training, they
can easily revisit the updated material and take the quizzes
again to earn another 50-percent discount to use in the
BLACKHAWK! 3point5 store.
To help educate your sales team, reward product knowledge
and drive sales, encourage your employees to create a
free account on www.3point5.com and start training on
BLACKHAWK! today.
OPC: TEAChing in Texas
ATK offers numerous ways to learn about our products.
One great example is the ATK Outdoor Products
Conference (OPC).
Held last May in San Antonio, Texas, ATK hosted 191
retailers as they experienced four days of seminars,
shooting, shopping and sightseeing. With 13 different
classes to choose from, attendees received valuable
Have an example of how you moved a lot of ATK product? Want to be featured in The Journal?
Send an e-mail to Dealer Services at premiumpartners@atk.com that describes what you did to
be so successful. Your story may be featured in an upcoming edition of The Journal.
ATK pREmium
pARTnERS TEAm
Kyle Tengwall, Vice President, Marketing and Communications .................................................................... kyle.tengwall@atk.com
Todd Seyfert, Vice President of Domestic Sales .................................................................................................. todd.seyfert@atk.com
Jason Nash, Director, Marketing and Communications ................................................................................... jason.nash@atk.com
Raluca Simian, Director, Retail Strategy and Shopper Marketing ................................................................. raluca.simian@atk.com
Rick Stoeckel, Brand Director, Ammunition and Reloading ........................................................................... rick.stoeckel@atk.com
Debbie Deibel, Director of Customer Service ..................................................................................................... debbie.deibel@atk.com
Jake Jacobs, Senior Brand Manager, Accessories ............................................................................................... jake.jacobs@atk.com
Bart Biedinger, Manager, Retail & Rep Services .................................................................................................. bart.biedinger@atk.com
David Tieszen, Dealer Services Representative ................................................................................................... david.tieszen@atk.com
Mike Anderson, Dealer Services Representative ................................................................................................. mikej.anderson@atk.com
Web Support ................................................................................................................................................................. webteam@atk.com
Have any questions or input on the Premium Partners Program, give us a call: 866-223-9388 or e-mail one of our team
members above. We’d love to hear from you. We’re dedicated to providing dealers with tools you need to succeed.
http://premiumpartners.atk.com
BLACKHAWK!’s online sales training course provides in-depth
product education.
SOD TEAm OFFERS pRODUCT EDUCATion
With over 240 years of combined experience in conventional military, special operations, and law enforcement, the ATK
Special Operations Division (SOD) is dedicated to serving customers through product education and hands-on training. This
team of nine highly qualified and diversified experts gives special operation forces, law enforcement professionals, government
agencies, industrial security, outdoor enthusiasts, distributors, and
dealers the tools necessary to utilize ATK products in the most effective
ways possible. Ultimately, the SOD’s goal is to promote and demonstrate
all ATK Security and Sporting products and to identify market trends,
threats and emerging opportunities to better support ATK customers.
To learn more or to schedule a demonstration, please contact your local
ATK representative.
product information straight from the experts…our product
marketing managers, sales, dealer services, engineers and
product development teams.
Attendees also enjoyed hands-on product testing at the
San Antonio National Shooting Complex where they cycled
through five different stations. These stations included
BLACKHAWK! holster demonstrations, trap shooting
(featuring Champion throwers and Federal pink shotshells),
handgun shooting—including a ballistic gel demonstration—
and rifle shooting. Not to mention an exclusive performance
by the Shooting Star himself…Tom Knapp.
03 the journal Fall 2011
Fall 2011 the journal 04

Look for this logo on the box indicating
a portion of proceeds go to support the
rocky Mountain elk Foundation
ATK NEWSBRIEFS
The ATK team continually transforms our web presence, providing new product features, promotions, news, images,
videos, resources and more to support our growing brands.
Recently RCBS ® and Alliant Powder partnered to
launch an online social community for reloaders.
ReloaderHub.com is an interactive, user-driven site
for those interested in handloading ammunition.
The site is free to join and all skill levels are welcome
to participate. More than 2,100 members have
registered already!
Members can meet fellow enthusiasts, share their
ideas, photos, videos and more! Exclusive videos
and content will also be available.
outdoors online
Now LiVE: InTERACTiVE SOCiAL siTE FOR RELOADERS
REPORT
Remembering A Friend
ATK NEWSBRIEFS
REPORT
Federal Premium ® Mourns Loss of Bill Stevens, Longtime Conservation
Manager and 4-H Shooting Sports Founder
Retired Federal Premium ® Ammunition Conservation Manager Bill Stevens passed away July 2011 at the
age of 72. Influential in helping shape conservation efforts and policies for both Federal Premium and the industry, Bill
was known as a shooting sports advocate—famous for his passionate mentoring as well as launching the popular 4-H
Shooting Sports Program.
Reaching Thousands
Bill Stevens was known by thousands as a man who never stopped promoting his true passions—hunting, shooting,
youth, family and conservation. Earning countless awards for his efforts, this outgoing and compassionate hunter
dedicated himself for one simple reason…he cared. Bill worked tirelessly across the nation, becoming a regular
attendee at industry meetings and youth events. He was Federal’s ear to the industry when some of the biggest issues
and regulations were being decided.
As a pivotal player in shaping our industry’s transition to steel shot for waterfowl hunting, Bill worked hard to educate
hunters—and the outdoor media—not only on the importance of this change, but how to get the best performance
from steel shot.
The site features a cost-savings reloading calculator
which helps users identify and compare costs of
reloading shotshells or metallic loads directly to
commercial loads.
ReloaderHub is the place to visit, learn and interact
with others—whether handloading ammunition for
target shooting, hunting or competition shooting.
Join the action at www.ReloaderHub.com.
New ADS pROmOTE pASSion and pRiDE
In an effort to capture attention, educate and
drive consumers to key locations, Federal
Premium ® recently launched a new “Premium
Moments” ad campaign. Ten compelling and
educational print ads feature world-class, dynamic
photography and QR codes which extend the
users’ experience beyond the printed page.
Federal is using QR technology to connect
hunters and shooters to our products. We’re
proud to be a passion-brand for those seeking
more than just ammunition.
Quick Response (QR) codes are designed to be
used with smartphones. Scan the QR code and
a video will appear onscreen showcasing our
products in action. With this technology we’re
able to create a feeling of connection with their
sport...a truly Premium Shooting Experience.
Visit the site to learn the basics of safe reloading
or share your experiences from the bench.
c e r t a i n
moments
premium moment #2: HigH Altitude elk
Scan QR code to watch Trophy Bonded ® Tip smashing through
bone or see it on YouTube.com/federalpremiumammo
a r e w o r t h a
premium
www.federalpremium.com
every shot counts ®
Look for the new ads and scan
the code to see the product in
action for yourself!
Look for this logo on the box indicating
a portion of proceeds go to support the
rocky Mountain elk Foundation
c e r t a i n
moments
Remembering a Friend
Bill had a unique ability to make connections
with many different people from all types of
backgrounds. He was known by everyone; from
industry titans to local youth leaders and everyone
in between. “Anyone who ever met Bill knows
how much he will be missed,” said Marketing and
Communications Vice President Kyle Tengwall.
“Bill’s accolades and accomplishments speak for
themselves. He was a true pioneer of the shooting
sports and youth and education programs. Above
all that, he brought a contagious enthusiasm and
passion for work, family, the industry and the
outdoors. Our hearts are heavy as we mourn the
loss of such a great friend, but our smiles—as we
remember Bill and who he was and what he did—
ease the pain.”
premium moment #2: HigH Altitude elk
Scan QR code to watch Trophy Bonded ® Tip smashing through
bone or see it on YouTube.com/federalpremiumammo
a r e w o r t h a
premium
Responsible for Royalty
Over the years, Federal Premium has donated
hundreds of thousands of dollars to organizations
through on-box royalty programs. These programs
were created and supported because of Bill Stevens.
He was instrumental in starting and growing royalty
programs for the National Wild Turkey Federation,
Pheasants Forever, Rocky Mountain Elk Foundation
and Safari Club International. These programs
include organization logos on select Federal
Premium packaging and give dollars directly back
to habitat. Bill was also very active with the Ruffed
Grouse Society and was involved in many projects
involving land acquisition and development.
www.federalpremium.com
every shot counts ®
After his retirement from Federal in 2007, Bill continued to be heavily involved in several 4-H, conservation and
education programs. His true passion never wavered. In fact, just days prior to his passing, Federal Premium announced
the first ever Bill Stevens 4-H Leadership Award winner. The award highlights 4-H support and increasing development
of youth conservation efforts. National 4-H Committee Member and extension educator Conrad Arnold was crowned
with this honor. Through this award, the spirit of Bill Stevens lives on.
05 the journal Fall 2011
Fall 2011 06
the journal

CONNECTIONS
CONNECTIONS
(Above) Bruce Velzke, Ahlman’s
Sales Manager
(Top right) Ahlman’s Gun Shop
(Above) Bruce Velzke, Ahlman’s
Sales Manager stays busy during
Ahlman’s summer shooting events.
By keeping the event shooting fees
low, they use the events to draw
more customers into their store.
DEALER
SUCCESS STORY
AHLMAn’s Gun Shop
Their success is built on a “If you build it, they will
come” attitude.
AhLMAN’s Gun ShOP thRIVES on
the outskirts of a sleepy southern
Minnesota town––it’s modest
population is just 987. Situated 60
miles from Minneapolis and Saint
Paul, the store is tucked away
in a sea of cornfields, 10 miles
away from the nearest interstate
highway. Because it’s placed “out in
the middle of nowhere,” Ahlman’s
formula for success calls for four
key ingredients:
1) Gunsmith Gurus
Ahlman’s Gunsmith Department
is officially trained and factoryauthorized
to do warranty work for
all the major firearm manufacturers.
This warranty service draws in
customers from hundreds of miles
away, even out of state. These
gunsmiths pride themselves on the
basics:
Fast Service – 90-percent of
repairs are done within two to
three days. That’s fast,
considering the department
averages 1,000 repairs a month.
Quality Work – Year-round,
the store employs six full-time
gunsmiths, with decades of
experience. Two of the ‘smiths
have worked there for over
thirty years.
Full Service – From porting,
re-barreling to alterations,
muzzle brakes, engraving, stock
checkering, and more––they can
do it all.
Morristown, MN
“Our rural location keeps overhead
low and prices down,” said Bruce
Velzke, Ahlman’s Sales Manager. “All
of our gunsmiths always make sure
that their work meets or exceeds
customer’s expectations, constantly
striving to earn repeat business.”
2) Guns and Parts
With over 5,000 new and used guns
in stock, Ahlman’s Gun Shop boasts
the largest selection in southern
Minnesota. The store also declares
that it’s the largest source of new and
used gun parts in the upper Midwest.
They have racks and racks of gun
parts and several walls of old library
drawers filled to the max––all neatly
organized, numbered and marked. “If
we don’t have it, chances are you
won’t find it any place else,” said
Velzke. “A lot of our gun part sales
come from other dealers all over
the country.”
The store constantly invests in this
inventory every chance it gets, buying
and storing new guns in their huge
warehouse facility, or purchasing old
guns to disassemble and replenish its
used parts supply.
3) Shooting Park
Built to be more like a Disney theme
park than a shooting range, Ahlman’s
massive, 93-acre range complex can
accommodate any size group from
10 to 1,000 shooters. Shooting on
Ahlman’s range isn’t just an outing––
it’s an adventure.
Several themed and co-sponsored
buildings on the range keep the
shooting activities entertaining,
organized and safe. Ahlman’s teamed
up with Federal Premium Ammunition,
using their Co-Op dollars, to sponsor
the construction of several buildings
located on the shooting range.
Ahlman’s rifle range features stateof-the-art
underground tunnels with
cement barriers between firing points.
This range and other handgun and
shotgun ranges are open to the general
public year round. In a different sector
of the range, you’ll find Ahlman’s
“Cowboy Town”. This area has a long
line of ranges that look like an Old
Western hotel, bar, grocery store,
bank and jail. Each station had its own
story and mission for the shooter,
keeping the action fun. Ahlman’s
themed ranges are usually reserved for
weekend shooting demonstrations and
other events.
4) Engaging Events
A dance hall, food courts, music
stages and a big arena surrounded by
bleachers are also found at the range.
These places are very busy in the
spring, summer and fall, when they
host or co-host more than 20 different
weekend events.
Ahlman’s often teams up with several
local organizations, private clubs
and businesses to help arrange and
operate many of the shooting events.
These groups are not affiliated with
Ahlman’s but the arrangements are
mutually beneficial.
Ahlman’s recently teamed up with
DPMS Panther Arms to co-host
Outbreak Omega 4: The Nation’s
Largest Zombie Shoot. More than 500
shooters, some traveling from far-off
places like New Jersey, Florida and
Texas, traveled to Ahlman’s range to
gun down Champion Target’s new
VisiColor Zombies. In the spirit of a
fantasy world, many of the zombie
hunters were geared up with tactical
vests, swords, knives, baseball bats
and other costume accessories.
Every year, Ahlman’s hosts their
largest event, called Shooter’s
Roundup. On a typical year, more
than 5,000 customers will attend the
weekend event. “At the Shooter’s
Roundup, nearly all the major gun
companies set up test ranges where
customers can personally test fire
each company’s latest and greatest
firearms. Once they are here and they
are engaged, we are more easily able
to offer and sell them ammunition,
shooting accessories and all the other
necessities,” said Velzke.
www.ahlmans.com (507) 685-4244
In July 2011, Ahlman’s co-sponsored a “Zombie Shoot”. The fun,
full-day event reported a record-breaking attendance of more
than 1,000 shooters and spectators.
07 the journal
Fall 2011
Fall 2011 08
the journal

From the wire Turkey Country Fall 2011 10
CONNECTIONS
Federal Ammunition:
A Premium Partner in Conservation
By Ryan Bronson, ATK Conservation Program Manager
July/August 2011
As conservation program manager for Federal Premium Ammunition,
I work fulltime with state and federal governments to ensure the
excise taxes we pay quarterly on ammunition sales are spent
wisely to benefit hunters and shooters, and that policies do not
adversely impact those who enjoy shooting.
I also manage partnerships with conservation organizations,
including the NWTF, to invest resources into habitat and hunting
advocacy. I direct funds to youth and women’s groups to recruit
new generations of hunters and assist them in educating, training
and much more.
Since the early 1980s, Federal has been a sponsor and strong
supporter of the NWTF at the national level. We take great pride
that our retired conservation manager, Bill Stevens, is a past
recipient of the Lynn Boykin Hunting Heritage Award — one of
NWTF’s highest honors for exemplary dedication to preserving the
future of hunting.
And we’re carrying on that tradition by supporting the NWTF in
several ways. We provide ammunition for every Women in the
Outdoors event. We also offer every NWTF local chapter a discount
on target ammo for youth events.
Field
Notes
Field Feedback: Sales Tips
It’s a simple forMULA. To convert browsers into buyers, communicate two basic things:
To read the full article, see the July/August 2011 issue
of Turkey Country. For more information regarding Turkey
Country or the National Wild Turkey Federation, visit
www.nwtf.org.
This excerpt from Turkey Country was reprinted with the
permission of the publication and is a great example of how
effective marketing, product placement and media relations
can translate into success at the retail level.
1. Get Emotional —Buying is an emotional experience. Here are three key ways to tap into the emotional connection to a product.
• Help them visualize it: Help your prospect imagine they already own the product. “You know, this shotgun looks great in
a gun safe and even better in the duck blind.”
• Join the club: The desire to belong is a powerful motivation to buy. “This is a popular optic for many of the top 3-Gun shooters.”
• Peak their curiosity: If you can make your customer say “I wonder what it would be like to try that [product]!” you’ve done your job.
2. The Power of Assurance —Now that you’ve excited a customer’s emotional side, you need to satisfy their rational side. You
need to reassure a customer they are making the right decision.
• Tell them what’s different: To help your buyer determine why they should buy a product, you must answer the questions in
the shopper’s mind.
• Get specific: Let your customer know every relevant product feature and why it matters. Matching a benefit to a feature is
critical in establishing a product’s value.
• Appeal to their inner-shooter: Sometimes a detailed technical explanation is critical. Display your expertise in the industry.
In some cases, using language that your reader may not completely understand is warranted.
J U LY/AUGUST 2 011 TURKEY COUNTRY N W T F: Conser ve. Hunt. Share. VOL . 2 NO. 6
How Your
$$$
Brings Back
Wildlife
Page 36
Plant a
Seed for
Their Future
Is Your Child Ready to Hunt?
Gear Up for JAKES Take Aim
Easy Event Turkey 101 for Women
W W W . N W T F . O R G
CAUSE & EFFECT
40 TUR K EY COU NTRY JULY/AUGUST 11
Predator Problems?
Here’s Your Solution
Pines for Profit
Timber Tips That
Get Results
Hitting
Kansas with
Both Barrels
/// R I DI NG SHOTGU N Fr iends oF the Flock
Federal Ammunition
A premium partner in conservation
As conservation program manager for have donated a portion of each box of Mag-Shok
Federal Premium Ammunition, I work fulltime
with state and federal governments to an NWTF member purchases and shoots our
Turkey Ammunition to the NWTF. So when
ensure the excise taxes we pay quarterly on ammunition, they give back to the organization
ammunition sales are spent wisely to benefit that helps conserve wild turkeys, preserve our
hunters and shooters, and that policies do not country’s hunting heritage and support all the
adversely impac those who enjoy shooting. excitement that comes with turkey hunting.
I also manage partnerships with conservation
organizations, including the NWTF, to and take. As a continuously growing sporting-
Federal’s relationship with NWTF is give
invest resources into habitat and hunting advocacy.
I direct funds to youth and women’s groups NWTF provides us. Access to the NWTF’s
goods company, we appreciate the help that
to recruit new generations of hunters and assist passionate members is critical for our continued
success. That interaction helps us gauge
them in educating, training and much more.
Since the early 1980s, Federal has been a industry trends and learn about emerging
sponsor and strong supporter of the NWTF at needs in the marketplace.
the national level. We take great pride that our
Many of our new products come from interacting
with NWTF members at our booth
retired conservation manager, Bill Stevens, is
a past recipient of the Lynn Boykin Hunting during the NWTF’s annual National Convention
and Sport Show. Our newest 2¾-inch,
Heritage Award — one of NWTF’s highest
honors for exemplary dedication to preserving 20-gauge Mag-Shok HEAV Y WEIGHT load
the future of hunting.
was developed based on requests for turkey
And we’re carrying on that tradition by supporting
the NWTF in several ways. We provide anyone seeking a low-recoil option. This new
hunting ammunition for young hunters, or
ammunition for every Women in the Outdoors load is lethal in the field but is easier on your
event. We also offer every NWTF local chapter shoulder, and provides 40 percent less recoil
a discount on target ammo for youth events. than standard 3-inch loads.
However, our biggest financial contribution But it’s not just about business. In a little
to the NWTF is our on-box royalty program, more than 30 years, the NWTF has played
which began in 2000. For more than 10 years, we a pivotal role in one of North America’s best
F YI >Learn more about Federal’s ammunition discount for NWTF events through your
NWTF regional director. Find his or her contact information beginning on page 120.
> Ryan Bronson
conservation stories, the restoration of the
wild turkey. In the future, as the NWTF shifts
emphasis from restoring turkeys to protecting
our wild lands and gaining access for hunters,
we look for them to be just as successful.
NWTF members are actively recruiting
new hunters, and that helps the shooting
sports industry as a whole, not just Federal
Premium Ammunition. So we will keep partnering
with the NWTF on promoting our
hunting heritage by recruiting new hunters
— especially more youth and women — to
our sport. — Ryan Bronson
Take Command of your Hunt
Creating Buck Commander Assets
With the release of their 4th dvd, Buck Commander 4 –
Vigilantes, and their 5th tv season currently airing on the Outdoor
Channel, BC fever is getting even hotter.
We are continuously building top-shelf marketing assets to support
our Buck Commander sponsorship and growing product line. For
example, atK’s marketing team recently met up with two of the
Buck Commanders, Willie Robertson and Tom Martin, this past April
for a lengthy photo and video shoot.
The hundreds of photographs and multiple videos that came
out of that session will be heavily utilized in almost every aspect
of our marketing playbook for the brand, including: product
catalogs, promotion materials, retail signs and displays, tradeshow
presentations, and YouTube videos. These assets will be used in our
eNewsletters, Facebook pages and other media.
“With the talents of an outstanding photographer, Lee Kjos, ATK
has proved, once again, that they will not take shortcuts in the
marketing of great products,” said Robertson. “I am glad to be a
part of this team.”
CONNECTIONS
Willie and Tombo modeled for the camera and starred in several
Buck Commander product videos this past spring.
“I really enjoyed the four days we spent at this shoot. It was a great
experience,” said Martin. “We know that we’ll be only as successful
as the products that we surround ourselves with. Because of atK,
and efforts like this shoot, I feel we’ve accomplished a lot with
growing the brand over the last two years.”
Along with these latest Buck Commander marketing materials, keep
your eyes open for even more new products from the crew, soon to
be unveiled in January 2012!
The four-day photo and video shoot was held at award-winning photographer, Lee Kjos’ family farm and photography studio in south-central Minnesota.
09 the journal
Fall 2011
the journal

SPOTLIGHT
Product
New
Showcase
THese neW PRoduCT OFFERings already have people talking! The buzz
around these products is based on innovation, unmatched performance,
shocking appearance and much more! So, here are some great talking points for
several of our newest top sellers to help you spread the word to your customers:
Champion’s VisiColor TM Zombie Targets
These VisiColor reactive targets feature large shooting areas and movie-quality
graphics. Eight different targets provide a unique assortment of zombie
images ranging from hostage situations and door breeches to zombie
street attacks. Targets are available in two different
6-pack options with three separate target designs
each, and two different 50-count bulk packages.
More Talking Points:
• graphic, photo-realistic Zombie images
• large, 18-inch x 12-inch target size
• three VisiColors: Radiation Green (head shot);
Fluorescent Yellow (body shot), and White (miss)
Gunslick Pro’s Compact Pull-Thru Kits
These compact cleaning kits feature an innovative Pull-Thru Jag System
consisting of a patch-piercing jag adaptor, caliber-specific jags, 36-inch cable,
and one standard-sized square patch that works for all calibers. Caliberor
gauge-specific jags allow for a perfect fit inside the bore––resulting in
no trimming or folding of the cleaning patch.
More Talking Points:
• slim and organized soft case with molle attachment system
• shotgunner’s Kit for all gauges
• Hunter’s Kit for 22-cal, 243-cal, 25-cal, 270-cal, 7mm, 300-cal
and 338-caliber rifles
BLACKHAWK!’s SERPA ® CQC ® Holster for
Taurus ® Judge
The latest CQC Carbon-Fiber Holster is designed for Taurus Judge
with the longer 3-inch cylinder. The patented seRPA Auto Lock
release delivers unparalleled weapon security and is automatically
positioned to facilitate a correct drawing motion, making it the ideal
Level 2 retention holster for concealed carry.
More Talking Points:
• includes belt loop and paddle platform
• immediate retention and audible click upon re-holster for security
• speed-cut design allows rapid draw, target acquisition and re-holster while
keeping eyes on target
Federal Premium’s Black Cloud ® High Velocity
Black Cloud High Velocity loads feature increased velocity and energy, and
shorten lead times when taking aim at waterfowl. Utilizing the innovation of
the rear-braking FliteContRol ® wad combined with FlitestoPPER ®
muscle-cutting steel pellets delivers devastating performance with
controlled and consistent patterns.
More Talking Points:
• 12-gauge, 3-inch, 1-1/8-ounce loads at 1635 feet per second
in #3 and #4
• adds 10-15 yards distance to typical waterfowl shots
• Staged shot uses 60% standard zinc plated steel and 40%
FlitestoPPER ® Steel
Alliant Powder’s BlackMZ
Effective in all black powder firearms, BlackMZ from Alliant Powder is a
black powder substitute designed for hunters, Cowboy Action shooters and
re-enactment enthusiasts. Moisture resistant and virtually non-corrosive,
BlackMZ replicates black powder performance without the ignition headaches
and cleaning hassles common to traditional black powder use.
More Talking Points:
• moisture resistant for dependable ignition in all weather
• Burns cleaner for less residue and easier cleaning
• Better velocities at lower pressures and virtually non-corrosive
for increase barrel protection
SPOTLIGHT
11 the journal Fall 2011
Fall 2011 the journal 12

1 2 3
pattern represents 5 shot average
PMS 875 PMS 350
SPOTLIGHT
SPOTLIGHT
READY, SET, DISPLAY
Your Ticket to Success.
Petals: Open in Windows: Open on side Payload: FLITECONTROL ®
the rear to create of wad to allow air in wad is combined with 40%
an air brake and help stimulate the FLITESTOPPER ® Steel and
separating the payload for separation 60% Premium ® Steel shot for
wad and shot at from the wad. better performance on target.
the perfect time.
Drop Ducks Like rain . ®
www.blackcloudammo.com
your ticket to success
b i g b u C k S r E b at E
Your time in the field is a hard-earned reward for dedication all week. That’s why we’ve got you covered! Purchase any of these best
in class products and earn cash back. Choose from any of these premier promotions:
Category Brand ProduCt Promotion effeCtive dates
Rifle federal Premium Vital-Shok Rifle Receive up to a $20.00 rebate. limit four boxes. Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
federal Power-Shok Rifle Receive up to a $5.00 rebate. limit two boxes. Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
fusion Rifle Receive up to a $5.00 rebate. limit two boxes. Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
Slug federal Premium Vital-Shok Slug Receive up to a $10.00 rebate. limit two Barnes boxes Purchase must be made between Aug. 1, 2011 and Dec.
or five TruBall boxes.
31, 2011. Coupon must be received by Jan. 31, 2012.
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Purchase must be made between April 1, 2011 and oct.
Maximum: 50 boxes, receive a $100.00 rebate.
31, 2011. Coupon must be received by Nov. 15, 2011.
Mail-in rebate offers vary. For downloadable coupons and full promotional details, visit:
federalPremium.com
FLITESTOPPER ® Steel pellets cut on impact.
Consistent Edge to Edge Patterns
(30” target, 40-yards, 12-ga, 3”, 1-1/4-oz, #2)
fusionammo.com
F e d e r a l P r e m i u m A m m u n i t i o n
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EvEry Shot CountS ®
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Here’s your chance to reward yourself before you head out to the woods, fields or waterways––win big prizes, receive free products
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A liant Powder Buck Commander Free Shooting Pouch Win a Dream Hunt with Range Purchase 16 pounds of A liant Powder and receive a free shooting pouch. Win a Texas whitetail hunt with Wi lie Robertson. Enter by submi ting a Buck
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mail-in rebate. 4/1/11 - 8/31/11
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a l l i a n t p o w d e r b u c k c o m m a n d e r c h a m p i o n o u t e r s r c b s w e a v e r
Take advantage of our endcap graphics
and consumer promotions.
WE ContinuallY OFFER EFFECtive WAYS to help you dress
up the aisles of your store! Impress your guests with stunning and
inviting endcap graphics that are designed to make your customers
take notice. These eye-catching endcap graphics deliver a stylish
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These important marketing pieces also reinforce the fact that both
your store’s displays and your selection of goods are high quality.
For more information on how to purchase or qualify for any
display/P.O.P., contact Dealer Services at (866) 223-9388.
Attract Customers With Special Offers
Promote Federal Premium’s Big Buck Rebates on the most
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t
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$10.00 on Federal Premium ® Vital•Shok ® Slug Ammunition
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Win a Texas whitetail hunt with Buck Commander
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receive a free Buck Commander BlackSummit Hunting Pack.
Learn more and download consumer promotions information at
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Click on “What’s New”, then “Promotions”.
Get
Geared up
for fall
Waterfowl seasons are here, and
that means one thing: Be sure your
store is stocked with Black Cloud.
It’s in high demand.
The fact that our competitors are now coming
out with different wad designs and shot shapes
just proves that Federal Premium’s Black Cloud ®
has set the standard for devastating waterfowl
loads. To sell more of Black Cloud,
don’t just sell your customers
on the product itself––sell
them on the unique and
original components of the
ammunition.
Here’s a quick lowdown on how Black Cloud
technology is responsible for its reputation of
being the deadliest waterfowl load on the market:
1 2 3
FLITECONTROL ® Wad: Petals open
in the rear to create an air brake.
This separates the wad and shot
at the perfect time and leads to
consistent, dense patterns.
FLITECONTROL ® Wad: Windows
open on side of wad to
allow air in and help stimulate
the payload for separation from
the wad.
Black Cloud Buyer’s Guide
With three different offerings, this versatile
family of products delivers different benefits for
different types of hunters.
n Black Cloud–Targeted for the everyday,
diehard duck or goose hunter. Available in
BBB, BB, #2, #3, or #4s, there’s a shot size
for all waterfowl hunters.
n Black Cloud High Velocity–Made for duck
hunters who prefer faster speeds and shorter
leads in #3 or #4. NOTE—For hunters aiming
at larger ducks, such as divers, mallards
and canvasbacks, recommend Federal’s
versatile #3 shot size.
n Black Cloud Snow Geese–Also created for
higher speeds, and sized to take down all
types of geese in spring or fall. Available in
BB or #2.
In 2012, Federal Premium ® will release several
more Black Cloud offerings. Look for news
on these new loads in the next issue of The
Journal.
Shot Payload: Black Cloud ® features a payload mix of
Premium ® brand steel and FLITESTOPPER ® pellets.
FLITESTOPPER pellets feature a cutting edge that devastates
waterfowl on impact—creating a massive wound cavity with no
loss of penetration.
13 the journal
Fall 2011
Fall 2011 14
the journal